emm1 3rd topic
TRANSCRIPT
7/28/2019 Emm1 3rd Topic
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SOURCES OF INFLUENCE ON
CONSUMER BEHAVIOR
Marketer and non-marketer dominated source may bedelivered personally or via mass media.
Marketer-dominated source delivered personally refer
to sales people, service representatives, and customer
service agents who deliver information or retail outlets,at consumer homes or office, over the phone or at trade
shows.
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HOW SOCIALIZATION OCCURS
1. Parents may instill thriftiness by.
2. Directly teaching children the importance of money.
3. Letting children observe them being thriftydirect.
4. Rewarding children for being thrifty direct
teaching works best for younger. Childrenwhile observational learning is mosteffective in older children.
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SOCIAL INFLUENCES
Information and Pressure from individuals,groups and the mass media that effects how aperson behaves.
Why are social influences important? Source is creditable.
Source can communicate information widely.
Source can communication frequently. Source determines socially appropriate and in
appropriate behaviors.
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MOTIVATION
“ Once we learned to do something, the extend
to which we continue to do it is a function of
motivation “ . Motivation is an internal state that results in
and direct actions.
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GENERAL EFFECTS OF MOTIVATION
1. Increases
2. Directs
3. Promotes
4. Affects
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TYPES OF MOTIVATION
1. Extrinsic
o Motivates lies outside the individual and the
task. It is helpful when a task lacks readily
apparent value.
2. Intrinsic
o Motivate lies with in the individual. The
activity (or the task) in and of itself is viewed
as valuable.
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THE NATURE OF MOTIVATION
Motivation is something that engages,
directs, and sustains behavior.
It is often reflected in personal investment
an cognitive engagement.
Environment can also enhance student
motivation to learn (situated motivation)
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PERSONALITY
is defined as “the distinctive pattern of behavior,including thoughts, and emotions thatcharacterize each individual’s adaptation to thesituations of his/her life”
The goal is to identify personality variables thatdistinguish large groups of people from eachother.
Individuals difference variables describe how
one persons varies from another in his/her distinctive patterns of behavior: includepersonality, self-concept, psychographic, andeven demographic variables.
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The word personality comes from the Latin
persona, which means “actor’s face mask”
ASPECTS OF PERSONALITY1. Behavior shows consistency.
2. Behaviors distinguish one person from
another.3. Behaviors interact w/ the situation.
4. Single measure of personality cannot
predict specific behaviors, such as whichbrand of car a consumer will purchase.
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PSYCHOANALYTIC THEORY
Sigmund Freud’s psychoanalytic theory of
personality has had a major impact on our
understanding of human behavior. Freud
argued that the human personality resultsfrom a dynamic struggles between inner
physiological drives (such as hunger, sex,
and aggression) and social pressure tofollow laws, rules, and moral codes.
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THE STRUCTURE OF PERSONALITY
The personality is the product of the clash of three
forces the id, ego, and superego.
The id encompasses the physiological drives that
propel a persons to action.
The function of ego is to curb the id’s appetites so
the person can function effectively in the world.
The superego can be understood as theconscience or “voice within” a person that
echoes the morals and values of parents and
society.
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PSYCHOGRAPHIC ANALYSIS
Psychographics means different things to
different researchers. The term connotes the
idea of describes (graph) the psychological
(psycho) make up of consumers. In practice,however, psychographics is employed to
asses consumers’ lifestyle by analyzing their
activities, interest, and opinions (IAQ’s). Thegoal of psychographic research are usually
of an applied nature.